I want to show you two landing pages for the same coaching offer. Same price, same person, same transformation promise.
Page A: Big stock photo of a happy person. Navigation bar at the top. "About Me" section. Blog link. Contact form. And somewhere near the bottom, a button that says "Sign Up."
Page B: Clear headline. Specific outcome. Three testimonials with real numbers. Price stated plainly. One button: "Claim Your Spot."
Page B will outsell Page A by a minimum of 3x. Probably more.
Because conversion isn't about pretty design. It's about specific elements that move people to act.
Let me show you what those elements are.
The Headline Is Everything
You have about three seconds to make someone care. If your headline doesn't immediately communicate who the offer is for and what they'll get, you've lost them.
Bad headline: "Coaching for Personal Growth"
Good headline: "Stop Feeling Like You're Falling Behind Everyone Else"
Great headline: "The 6-Week Program That Helps Ambitious Professionals Finally Feel Confident in Their Own Decisions"
Your headline needs to:
1. Name the specific outcome.
2. Name the specific person it's for.
3. Imply or state the transformation.
Test your headline by asking: "Would a stranger stop scrolling for this?" If not, keep working on it.
Social Proof Must Be Specific
Generic testimonials don't convert. Specific ones do.
Weak testimonial: "This program changed my life. Highly recommend!"
Strong testimonial: "Before this program, I was turning away clients because I didn't feel confident enough to charge my real rate. Three months later, I raised my prices by 40% and my revenue went up $18k. This program gave me both the strategy and the mindset to finally believe I was worth what I charge."
See the difference? Real numbers. Real before/after. Specific claims that anyone can verify mentally. The best testimonials tell a mini-story with a beginning, middle, and end.
Always include at least three testimonials on any serious landing page. And make sure at least one has a real number in it.
The Price Must Be Visible
One of the biggest landing page mistakes: hiding the price or leaving it to the very bottom.
People who are ready to buy will bounce if they can't find the price quickly. People who are on the fence need to see the price early so they can start justifying it in their head.
State your price clearly, preferably above the fold or immediately after the transformation promise.
And when you show the price, anchor it. "Normally $997, today $197." Or: "That's less than one hour with a therapist, and you'll have lifetime access." Price anchoring reframes the cost as an investment — which is where you want your prospect's mind to be.
One Clear Call to Action
Stop giving people multiple options. One CTA. One action. One button.
Conflicting CTAs: "Sign Up Now" | "Learn More" | "Download Free Guide" | "Book a Call"
Converting CTA: "Claim Your Spot Today — Only $197"
When there are four things to click, the brain can't decide. When there's one obvious choice, decision becomes easy.
Also: make your CTA button a different color than the rest of the page. Contrast = attention. Attention = clicks.
The Benefit Stack
Don't just describe your offer. Describe the benefits in a "stack" — a bulleted list of exactly what someone gets.
Example:
- 6 Weeks of Group Coaching — Weekly live sessions where we address your specific challenges
- Complete Course Access — 40+ lessons on the exact framework I used to build my own 7-figure practice
- Private Community — 24/7 peer support from coaches who are further along than you
- Office Hours — Twice-monthly Q&A calls where I answer your exact questions
See how specific that is? Each item names a format, a quantity, and a benefit.
When you make the offer tangible and specific, the "price" starts to feel small relative to the value. That's when people buy.
Objection-Crushing Copy
Your landing page should address the objections your prospect is already thinking — before they have to ask.
Common objections:
"I don't have time." → Address with: "All lessons are 20 minutes or less. Watch during your lunch break."
"This might not work for me." → Address with: "If you complete the program and don't feel it was worth 10x your investment, I'll refund you. No questions asked."
"I'm not ready." → Address with: "Enrollment closes on [date]. This offer won't be available again until [date]."
Every objection you preempt is another barrier you remove from the path to purchase.
Mobile-First Everything
Over 70% of your visitors are likely on a phone. If your landing page doesn't load fast and look clean on mobile, you're bleeding conversions.
Mobile-first means:
Big text. If someone has to pinch to zoom, you've already lost them.
Thumb-friendly buttons. Your CTA button should be at least 44px tall and easy to tap.
Fast load time. Compress images. Remove heavy scripts. A one-second delay in load time can reduce conversions by 7%.
No intrusive pop-ups on mobile. Nothing kills a mobile experience faster than a pop-up you can't close.
Test your page on your own phone before you drive traffic to it.
Putting It All Together
High-converting landing pages aren't luck. They're architecture.
The formula:
Headline → Subheadline → Social Proof → Offer/Benefits → Price → Objections → CTA.
Each section flows into the next. Each one builds on the previous. By the time someone reaches your CTA, the decision should feel obvious — because you've already answered every question and removed every barrier.
Now go build your page.
Want landing page templates that convert — plus a complete funnel system for your coaching business?
Join the Wealthy Coach Academy — $197/month and get our proven landing page templates, funnel blueprints, and conversion frameworks — built specifically for coaches.
Or start with a free class: Book a $4.95 discovery session to see if we're the right fit.
Frequently Asked Questions
How long does it take to build a converting landing page?
You can build a basic converting page in 2-3 hours. The first one always takes longest because you're figuring out your message. After that, templates make it faster. Don't let "perfect" be the enemy of "published."
Should I use a template or build from scratch?
Template, every time — unless you're a professional designer. Good templates already have the conversion architecture built in. You just fill in your content. Building from scratch means you're inventing best practices from scratch. Use what's proven.
What conversion rate should I expect?
For a solid landing page with good traffic: 10-20% is achievable. For cold traffic (people who've never heard of you), 3-8% is normal. Warm traffic (email list, social media followers) should do 10-15%. If you're below these ranges, test your headline and offer clarity first.
My landing page is converting (people are signing up) but not buying. What's wrong?
You might have an offer problem, not a page problem. If people raise their hand but don't open their wallet, your offer or price might not match the perceived value. Either increase the offer (more benefits), decrease the price, or change the audience you're targeting.
Do I need a video on my landing page?
Not strictly — but it helps. A video of you personally explaining the offer builds trust faster than any amount of copy. But if video isn't in your budget or skillset right now, excellent copy with strong testimonials can do the job just fine.
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About Jeremiah Krakowski
Jeremiah Krakowski is a coaching business mentor who helps coaches, course creators, and consultants scale from $3k/mo to $40k+/mo using direct response marketing, AI systems, and proven frameworks. He runs Wealthy Coach Academy and has 23+ years of experience in digital marketing. Learn more →